Chiswick womenswear independent Damsel Boutique will celebrate its 10th anniversary on November 8.
Founded in 2005 by sisters Oz and Kat Aalam, the shop stocks labels including J Brand, Marie Sixtine and Rag & Bone.
Kat told Drapers the business has become much more responsive to customer demands over the last decade.
“We really respond to what our customer needs now. If something isn’t selling well we aren’t afraid to stop it and try something new. Last year, for example, we bought a few pieces from US casualwear brand Sundry and they sold out immediately, so we’ve bought more into that for this year.”
She added: “Over the years we have moved more into the premium denim market, again because that’s what our customer wants. She doesn’t want smart brands now, but premium casual brands.”
For the week starting November 2, the business will run events for its customers including coffee mornings, street parties and a champagne tea party with goody bags and a raffle.